create and execute a social strategy - workshop
DESCRIPTION
2nd Annual Middle East Social Media Marketing conference, Dubai, UAE - May 15, 2012TRANSCRIPT
Creating and Executing A Social Media Strategy - Workshop
Stephen Jio, Dell - @stephenjatdell
2nd Annual Middle East Social Media Marketing Conference, Dubai – May 14, 2012
© 2012 - Dell 2 @stephenjatdell
Workshop: What to expect
• Open discussion and collaboration • Sharing some of Dell’s best practices • Building a framework strategy • Looking at Social Media in a holistic
manner • Quick thinking scenarios • Putting it all together!
© 2012 - Dell 3 @stephenjatdell
Dell & Social Media: Our journey
© 2012 - Dell
Dell’s Social Media & Community History
4 @stephenjatdell
© 2012 - Dell
Communication
• Rich Media • Brand Reputation • Influence • Reputation
Product Development
• Feedback Loop • Early Warning • New Product
Ideation
Marketing
• Demand Forecast • Lead Generation • Message Reach
Online Presence
• Ratings & Reviews • Communities • Customer Stories
Sales • Leads • Collaboration • Thought Leadership • Blogs
Customer Service
• Listening • Support Widgets • Outreach
Where Dell uses Social Media
© 2012 - Dell 6 @stephenjatdell
Social Media: Where do you start?
© 2012 - Dell 7 @stephenjatdell
to YOU
Courtesy of http://www.theconversationprism.com/
Let’s start by defining what Social Media means…
© 2012 - Dell 8 @stephenjatdell
Social Media: The exchanging of ideas between dynamic communities enabled through the technology of ever-evolving tools
Direct2Dell
© 2012 - Dell 9 @stephenjatdell
Social Media Strategy: “Think before you jump”
© 2012 - Dell 10
Social Media Strategy Summary - Build and Execute your strategy
1. Identify what you want to achieve with Social Media
2. Budget for scalability with Sponsorship from Executives
3. Train your Staff for best practise engagement
4. Listen first to what is being said, understand your Customer
5. Engage and be part of the conversation and the solution
6. Opportunity is there in all elements of your business
7. Measure your results
@stephenjatdell
BUILD
EXECUTE
© 2012 - Dell
Dell - Social Media Strategy
11 @stephenjatdell
What are the greatest internal challenges preventing your deployment or expansion of listening and engagement initiatives?
Based on 200 US Marketers Source commissioned study conducted by Forrester for Dell 06/11
© 2012 - Dell
Listening
12 @stephenjatdell
Identify: What do YOU want from YOUR Social Media efforts?
Brand Reputation
Conversation
Customer Stories
Offers Transactions eVouchers
Feedback
Campaigns Viral Content
Shareable Content
Demand Generation
CRM
Potential Issues
Important Announcements
Competition Buzz Support
© 2012 - Dell Resource: Econsultancy -The State of Social Report 2011
Survey: What companies are using Social Media for
13 @stephenjatdell
…a paradigm shift is needed
© 2012 - Dell 14 @stephenjatdell
Budget: Things to consider when you build your budget
• Staff or Agency management • Training of Staff/Agency • Paid media and advertising • Agency creative work • Integration into business process • Promotional considerations • Infrastructure
• What other factors are there?
© 2012 - Dell 15 @stephenjatdell
Platform(s)?: Which Social Media platforms to get involved in
© 2012 - Dell 16 @stephenjatdell
Courtesy of Econsultancy – Middle East and North Africa Digital Consumer Report - published Oct 2011
© 2012 - Dell 17 @stephenjatdell
Social Media: Brand Adoption
Likes
Followers
© 2012 - Dell 18 @stephenjatdell
Courtesy of Econsultancy – Middle East and North Africa Digital Consumer Report - published Oct 2011
Middle East
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Social Media Strategy – Sponsorship
• Buy-in from Executives is critical
@stephenjatdell
Courtesy of http://goodsocialcents.com/2010/09/dilbert-infographics-social-media/
© 2012 - Dell 20 @stephenjatdell
SOCIAL ALERT!: I don’t think she likes us!
You receive a unprompted negative post without a lot of context around it
What do you do?
© 2012 - Dell 21 @stephenjatdell
Tactical Execution: Agency or Employees?
SLAs
Resourcing Trust
Dependability Knowledge
Creative Consistency
Budget
© 2012 - Dell 22 @stephenjatdell
Tactical Execution: Paid, earned or owned content?
Courtesy of http://desticorp.typepad.com/desticorp/2011/02/the-essence-of-social-media-in-one-graphic.html
© 2012 - Dell 23 @stephenjatdell
Paid Media: Examples are advertising, sponsorship…
© 2012 - Dell 24 @stephenjatdell
Owned Media: Examples are website, pdfs, YouTube video…
© 2012 - Dell 25 @stephenjatdell
Earned Media: Examples are word of mouth, journalist reviews…
© 2012 - Dell 26 @stephenjatdell
Shared Media: Examples are Facebook, Twitter and YouTube interaction
© 2012 - Dell 27 @stephenjatdell
SOCIAL ALERT!: Something’s foul here!
Your company Facebook page has a comment from a follower using unacceptable language in their thread.
What do you do?
© 2012 - Dell 28 @stephenjatdell
Train your Staff: Empower your employees in Social Media
© 2012 - Dell 29 @stephenjatdell
Employees are your best social advocates
• Make your Social policy available to all Employees
• Train and certify Employees (and Agencies), to engage
• Reinforce transparency in all engagement even personal
• Provide internal social network as sandbox
• Coordinate closely with external communications
Empower Employees: Provide Social Media training
© 2012 - Dell 30 @stephenjatdell
Publish your Principles: Live by them
What are YOUR Social Principles?
© 2012 - Dell
Listening
Engaging
Opportunity
“Engaging in honest, direct conversations with customers and stakeholders is a part of who we are, who we’ve always been. The social web amplifies our opportunity to listen and learn and invest ourselves in two-way dialogue, enabling us to become a better company with more to offer the people who depend on us.”
- Michael Dell
31 @stephenjatdell
Execute your strategy: Listen, Engage, Opportunity
© 2012 - Dell 32 @stephenjatdell Dell Global Listening Command Centre
Listening: What is the Community saying
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Social Media helps Dell in achieving their purpose of:
“Delivering technology solutions that enable people everywhere to grow and thrive.”
@stephenjatdell
Listening: Why we do it
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Why You NEED to Listen
34 @stephenjatdell
Brand Reputation
Product Evaluation Potential Issues
Instant Feedback
Queries on Product/Services
Support
Customer Stories Peer to Peer Influence
Comments
Sales Lead Generation
Listening: 26,000 posts daily about Dell
© 2012 - Dell 35 @stephenjatdell
• Helps you hone in on subject matter that you want to focus on
• Can perform intelligence in understanding the tone of the conversation
• Provides workflow integration
• Reporting capabilities
Listening Tools: Listening, publishing and work flow
© 2012 - Dell 36 @stephenjatdell
Why Listen: They are talking about your Brand!
Courtesy of WSI – http://www.wsidigitalmarketing.com- published 2010
• You need to know what is being said about you
• Listen (monitoring)
• to see what is being said
• Analyse the impact
• is it a once-off comment or a trend
• Influence
• How can you change the attitude, not necessarily through direct engagement
© 2012 - Dell 37 @stephenjatdell
SOCIAL ALERT!: Proactive or Reactive? Product Recall
Your brand has to do a recall because of health hazard due to mispackaged product
How would you leverage your social channels?
© 2012 - Dell
Hosted
Communities
Support
Mastery & Use
Affinity
Ideation
External Community
External Community
External Community
External Community
Extranets
Internal Networks /
Workgroups
Internal
External
Enterprise
Topical Experts
Community
Collaboration
Market
Direct2Dell
38 @stephenjatdell
Engagement: Collaboration at multiple levels
Mass Social Media
© 2012 - Dell 39 @stephenjatdell
Courtesy of Econsultancy – Middle East and North Africa Digital Consumer Report - published Oct 2011
© 2012 - Dell 40 @stephenjatdell
• Engagement doesn’t mean responding to everything!
• Do not use to neutralise or argue a dissenting opinion
• Let the community respond; trust the community
• Engage in conversations that are already happening, BUT LOOK FOR LANDMINES
• Be prompt, Social Media moves quicker than any other channel of communication
…and don’t Tweet when you’re in a bad mood
Engagement: Food for thought
© 2012 - Dell 41 @stephenjatdell
#&@&ig
#FAIL: Think before Tweet
• When you tweet for a company you are the company
• Why training is so important
• Forget the delete button – once its posted, its permanent
© 2012 - Dell 42 @stephenjatdell
SOCIAL ALERT!: You’ve been tweetjacked!
Damage Control
A campaign to talk about local produce goes awry when an employee decides to add hashtag - #McDstories
How would
you deal with
this?
© 2012 - Dell 43 @stephenjatdell
Taking a First Step: Building a Community • Making a connection with a
community builds trust
• Community nurtures an environment for members to share ideas with other like members
• Allows for support to happen between peers
• Builds loyalty and advocacy
• It becomes a source for lead generation
• Can help in terms of addressing critical issues
© 2012 - Dell 44 @stephenjatdell
http://dellsociallistening.com/
Engagement: A tool to see how you are doing
© 2012 - Dell 45 @stephenjatdell
http://assets.econsultancy.com/images/0001/8128/Social_media_maturity_1.png
Opportunity
© 2012 - Dell 46 @stephenjatdell
Opportunity: Social Integration in the Business
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Key Influencers: Meet-ups can build relationships
47
• Reach out to influential Social engagers
– Customer Advisory Panel
• Identifying key Influencers in Social Media to partner with
• Help with understanding the brand view in the community and help improve
• They become brand voices of the community
@stephenjatdell
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• Sharing best practice between companies
• Using Twitter keeps it focused
Confidential
Trade Secrets: Community Sharing
© 2012 - Dell 49 @stephenjatdell
SOCIAL ALERT!: I heard you the first time
Your company Facebook page has posted similar negative comments in most of your threads.
What do you do?
© 2012 - Dell 50
• IdeaStorm introduced 2007
• Over 16,000 idea submitted
• >470 implemented
• EmployeeStorm for staff
@stephenjatdell
Product Development: Crowdsourcing
© 2012 - Dell 51
Leveraging Social Media
• Promote social causes
• Increase visibility reach for initiatives
• Help drive sponsorship
17/03/2011 Stockholm
Brand Association: Align with high profile partners
© 2012 - Dell
Marketing: Social Product Integration
52
• MTV EMA Awards – Red Carpet
• Over 1,000 fans had their picture taken on the red carpet
• Photographs taken with Dell Streak and instantly uploaded to Facebook page
• Allow fans to comment on their images and have a virtual ‘keepsake’ of the event
• Combined marketing campaign with advertising and features at Awards provided additional media goodness
@stephenjatdell
© 2012 - Dell
Marketing: LinkedIn is a Social Opportunity
53
• LinkedIn company page
• Over 275k followers
• Recruitment and merchandising product opportunities
@stephenjatdell
© 2012 - Dell
Communication: Shareable Rich Content
54
• Product launch teasers, customer stories, product reviews, interviews, press conferences
• Dell Ultrabook Challenge had a million views in first 48 hours
• Dell Vlog channel has generated over 12 million views since launch
• Additional social properties
– Flickr
– Slideshare
@stephenjatdell
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• Over 100,000 reviews from customers
• Customers recommend to other customers
17/03/2011 Stockholm
Voice of the Community: Ratings & Reviews
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Community Wiki
• Users post questions and Community answers
– Leverage rich community knowledge
– Dell experts also provide answers
• Over 2,500 questions so far
17/03/2011 Stockholm
Voice of the Community: Q&A
© 2012 - Dell 57 @stephenjatdell
SOCIAL ALERT!: You look familiar…
One of your employees has begun to post positive anonymous comments about your products and services on various Social threads.
What should you do?
© 2012 - Dell 58
• Proactively reach out to customers
• Integrating efforts with support.dell.com
• Team engages with 1,000+ customers per week
• Positive impact on customer satisfaction: 35% conversion of ‘demoters’ to ‘promoters’
@stephenjatdell
Customer Service: Reaches beyond the ‘one to one’
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Sales: Social Offers
59
• Creating compelling offers – based on engagement with community
• 1.5 million followers on Dell Outlet ‘Deals’ Twitter page
• @DellHomeUK averages over 30 engagement on a daily basis proactively reaching out for sales opportunities
@stephenjatdell
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Groupon: Swarm Offers
60 17/03/2011 Stockholm
• Group buying – on Facebook
– Unique limited offer
– Group discounts – get better with when more join
– Offers close after buying group minimum achieved
– Launched in Canada, Australia
– Launching in UK
© 2012 - Dell 61 @stephenjatdell
SOCIAL ALERT!: That’s not me!
An Twitter impersonation account of your company has popped up that is mocking your company.
What do you do?
© 2012 - Dell 62 @stephenjatdell
Measure: How do you define success in Social Media?
© 2012 - Dell 63 @stephenjatdell
• Brand Health – Net Promoter Scores, Social Net Advocacy
• Customer Satisfaction (Social Support) – Within the Social environment, community responses
• Conversion (User Content) – Customer reviews, user generated content
• Consideration – Effectively driving traffic to dell.com
• Revenue – ‘Social’ associated purchases, indirect and direct attributed
KPIs: How we measure up our Social efforts
© 2012 - Dell 64 @stephenjatdell
Survey: The most important metrics in assessing Social Media…
Resource: Econsultancy -The State of Social Report 2011
© 2012 - Dell 65 @stephenjatdell
Qualitative Results: Numbers do not tell the whole story
© 2012 - Dell 66 @stephenjatdell
SOCIAL ALERT!: You’re making me blush!
You receive a unprompted compliment on Twitter
What do you do?
© 2012 - Dell 67 @stephenjatdell
Final Words: Sometimes your Social Media efforts ‘earn’ you things that can’t be measured…
© 2012 - Dell 68 @stephenjatdell
Thank you! @stephenjatdell